The effect of product visibility upon the relationship between price and quality

Previous studies have suggested that the relationship between price and quality for certain types of consumer goods often is not positive. Investigators have hypothesized that the experience of value, or the relationship between quality and price, may be less relevant for product categories in which a consumer's self-worth may be elevated through the act of purchase. Brands within such product categories would appear to be particularly susceptible to image building strategies involving the use of premium pricing to infer high quality. This study examined the relationship between price and objective quality from 1961 through 1978 for 878 brands of 54 products within three broad product categories of toilet articles, cosmetics, and clothing. Generally, the relationship for products within these categories was weak which suggests that marketing managers of some brands may well be basing prices on intangible as well as tangible values.